Second Skin by Dick’s Sporting Goods

We pitched Dick’s Sporting Goods to launch their new athletic wear line, Second Skin. They wanted Second Skin to stand out from casual athleisure brands. So we positioned Second Skin as the athletic wear for extreme athletes—people who need technical clothing. Our audience was skeptical of unproven gear so we opted for a grassroots approach. Using brand influencers, social media and pop-up stunts at athletic competitions, we got product into the hands of extreme athletes. And they loved it. Athletes waited in long lines to sample the gear, Second Skin was discussed all over social media and at athletic events across the country. The 100LB coupon alone resulted in +4.5M impressions and we only spent $26K on media for it.